Last week, we covered Vine, and how you can use it for cheap, easy marketing. This week, we’ll be talking about YouTube, and how — if you’re willing to spend a little more time and money — you can take video marketing to another level.

What is YouTube?

YouTube is the world’s biggest video-sharing website. It's now owned by Google, and you can log in using your Gmail or G+ account. From teenagers vlogging (video blogging) from smartphones and webcams, to professional musicians uploading music videos — YouTube has it all. You can even watch movies on there.

Who uses YouTube? Most people on the Internet use YouTube — even if they’re not visiting the site directly. YouTube videos can be found embedded on websites, blogs, in social media posts, and in emails.

Why should you care?

YouTube gives you complete flexibility, and the users tend to be pretty forthcoming with feedback in the form of comments and thumbs-ups (or downs). You can post vlogs, behind-the-scenes footage, event coverage, and commercials. Oh, and videos go viral. We might have mentioned that.

Is YouTube good for marketing?

Of course! You need to know how to use it, though. A high-quality recording, with good sound and good lighting, is crucial. You don’t need much equipment, and cameras (even HD ones) have seriously come down in price over the past ten years, so you won’t need to spend a fortune.

Most computers come with basic video-editing software (for small businesses on a budget, look no further than iMovie) and you don’t need to know much to get started. Play around and experiment until you’re comfortable with the software, and check out what your competitors are doing while you’re perfecting your skills.

You’ll need to "direct" your video, too. Think of it as a tiny movie. You’ll need a team, a script, and a lot of takes. Videos featuring people tend to work well — as humans, we tend to trust human faces over disembodied voices — so find someone who’s reasonable at acting or public speaking, and you’ll be fine.